The Interplay Between the Intangible Cultural Heritage Label and Brand Types on Chinese Consumer Brand Responses
Intangible cultural heritage (ICH) elements are increasingly incorporated into brand marketing strategies to appeal to local consumers. However, little is known about the effect of ICH label on consumer brand responses. Drawing on cue utilization theory and social identity theory, this study examine...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2025-05-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440251334510 |
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